Asian consumers more like Japanese counterparts: survey

Hakuhodo's third annual Sei-Katsu-Sha survey of consumer attitudes and behaviour in the region has found that Asian consumers may be becoming more like Japanese consumers. In last year's study, Hakuhodo researchers showed that rising incomes and the greater participation of women in the workforce pointed to a growing number of women who aspire to cool, more detached and less socially-embedded lifestyles. This year's study, based on a larger sample, seems to point in the same direction and the trend is being driven by the maturing economies of Asia, said Hakuhodo strategic marketing director Satoshi Oyama. "As a country develops onto higher economic levels, people become less socially involved and more involved in individual things," he told MEDIA. The study revealed important basic similarities between Japanese and other Asian consumers including low scores on wanting to be leaders or to stick out in a crowd and relatively high scores on wanting a stable life. The latest study also identified three main types of lifestyles groups in Asia: - The mainland China type (Hong Kong, Shanghai, Beijing and Guangzhou), who are more concerned with self-fulfillment and who use personal ability to achieve influence; - The Asean type (Thailand, Singapore, Malaysia and Taiwan) ,who give greater importance to stability, family happiness, and leading a simple and harmonious life; and - The pre-Asean type (the Philippines and Vietnam), who attach importance to all the above values in addition to a desire for affluence and to help those in need. - The Hakuhodo study was published with the November 24 issue of MEDIA.

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com